Business English: Marketing and Sales

Business English: Marketing and Sales

Business English: Marketing and Sales

Arizona State University

About this course: If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to:
· Express your ideas through efficient emails, reports and persuasive presentations
· Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc.
· Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world
· Become part of a global community of business professionals who are developing their English communication skills

Where do you start marketing with a project or product? Why with an effective brainstorming session of course! This week you’ll learn the roles we play in groups, how to give opinions or disagree respectfully and brainstorming phrases and techniques to make your product roll out a success. You’ll see examples of prepping before a brainstorming session as Jake approaches Bridget and even some what not to do’s in this episode of The Challenge.

Have you ever been part of a survey? You’ll see an example as the BioDent marketing team asks people from the streets opinions about their product. Effective presentations and surveys first start with clear and easy to understand visuals. In this week’s lessons we’ll explore graphs, charts and questions to create strong surveys. We’ll learn the importance of interpreting these charts and graphs accurately before presenting them with confidence.

6 videos, 10 readings, 4 practice quizzes

Reading: 2.1 Weekly Goals and Advice from Instructors

Video: 2.2 Survey Power

Reading: 2.3 Vocabulary Preview

Video: 2.4 Writing Surveys That Get You Actionable Insights

Reading: 2.5 Writing Survey Questions: a Useful Blog Post

Practice Quiz: 2.6 Checkpoint: Writing Effective Surveys

Video: 2.7 Visually Communicate Data with Charts

Practice Quiz: 2.8 Checkpoint: Visual Communication - Charts

Reading: 2.9 Welcome to the Age of Experience

Discussion Prompt: 2.10 Let's Discuss: Welcome to the Age of Experience

Good design is invisible. But, how do we make it so? This week’s lessons consist of graphic design, perception, concise language and how to make our marketing meaningful and memorable. Take time to notice the beginning stages of good design during a focus group as you enjoy The Challenge sketch.

By the end of this week you will be familiar with Dr. Robert Cialdini and his six principles of persuasion. How do you get your customers to say “yes” in an ethical and honest way? This and more will be answered as Jake meets with Sandy to discuss these principles.

6 videos, 8 readings, 3 practice quizzes

Reading: 4.1 Weekly Goals and Advice from Instructors

Video: 4.2 Hooray for Social Media Marketing

Reading: 4.3 Vocabulary Preview

Video: 4.4 Cialdini's Principles of Influence - Part 1

Reading: 4.5 "Why?" It works!

Discussion Prompt: 4.6 Let's Discuss: "Why" It Works.

Video: 4.7 Cialdini's Principles of Influence - Part 2

Practice Quiz: 4.8 Checkpoint: Principles of Influence

Reading: 4.9 Metaphor, A Persuasive Heavy Weight

Discussion Prompt: 4.10 Let's Discuss: Metaphor Hunting

Reading: BONUS: Cialdini in His Own Words

Reading: BONUS: Social Proof in Action

Video: 4.11 Power of One Word

Practice Quiz: 4.12 Checkpoint: Power of One Word

Reading: 4.13 How to Get People to Do Stuff: Nouns or Verbs?

Discussion Prompt: 4.14 Let's Discuss: How to Get People to do Stuff: Nouns or Verbs?

Video: 4.15 Influential Language

Practice Quiz: 4.16 Checkpoint: Influential Language

Discussion Prompt: 4.17 Let's Discuss: Scarcity - Cialdini in My Life

Video: 4.18 Week 4 Review

Reading: 4.20 Quizlet Vocabulary Practice: Persuasive Techniques

Graded: 4.19 Week 4 Test

WEEK 5

Pitch

Why do we respond better to some sales pitches than others? Jake needs help with his presentation to senior management and goes to Catherine for advice. Week 5 is full of quick tips for formal presentations, pitches, impromptu speeches, sales scripts and consultative sales presentations that will give your confidence a boost and your words more energy and excitement.

6 videos, 16 readings, 5 practice quizzes

Reading: 5.1 Weekly Goals and Advice from Instructors

Video: 5.2 Ready...Set...Pitch

Reading: 5.3 Vocabulary Preview

Video: 5.4 Preparing your Presentation

Reading: 5.5 Kinesics: Body Language for the Presenter

Reading: 5.6 Presenting in English: Strategies for the Non-Native Speaker

In this week, we'll review and practice key concepts and language from the course. Watch the videos, check your knowledge and understanding and analyze techniques you best loved about this Marketing and Sales class.

1 video, 1 reading

Peer Review: 6.1 Free Content Brings Me To You (optional)

Video: 6.2 Week 6 Review

Reading: 6.4 References

Graded: 6.3 FINAL TEST

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Arizona State University

Arizona State University has developed a new model for the American Research University, creating an institution that is committed to excellence, access and impact. ASU measures itself by those it includes, not by those it excludes. ASU pursues research that contributes to the public good, and ASU assumes major responsibility for the economic, social and cultural vitality of the communities that surround it.

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Ratings and Reviews

Rated 4.6 out of 5 of 27 ratings

The teachers are really amazing and passionate about teach! The content of the course is very comprehensive. I am glad I did it. Thank you for sharing so much knowledge.